How to Market to Gen Z (They’ll Clock You If You’re Faking It)

Here’s the thing everyone keeps getting wrong about Gen Z:

They don’t hate advertising. They just hate bad advertising.

Marketers often summarise that this generation is allergic to marketing. Short attention spans, no brand loyalty, anti-ad everything. But that’s not really true. Gen Z isn’t tuning out, they’re just tuned in. They can spot a fake from five scrolls away, but when a brand gets it right - when it feels real, entertaining, and actually says something - they’ll go all in.

The New Rules of Engagement

The big shift isn’t that Gen Z ignores advertising. It’s that they’ve redefined what counts as advertising. Forget curated perfection. Gen Z is here for content that feels like it could’ve come straight from their funniest friend’s group chat.

Entertainment over Ads

Brands like Mecca and Bondi Sands have shifted most of their marketing budgets toward content, not ads. Think creator collabs, “get ready with me” series, or meme-style storytelling that actually keeps people watching. Menulog’s collab with local creators or Frank Body’s cheeky content style show how brands can stay culturally relevant without shouting “buy now” every five seconds.

Community over Campaign

Gen Z doesn’t want to be talked at - they want to talk with you. EOS lip balm found that replying to comments performed better than paid ads. That’s where loyalty happens - in the replies, not the reels.

Values over Virality

Gen Z will research you before they follow you. They care about what you stand for, how you act on it, and whether your words match your receipts. It’s not about being perfect, it’s about being transparent.

What Gen Z Really Wants

Let’s be real. If your marketing still looks like a 2015 millennial playbook (polished grids, heavy product drops, too many “look how cool we are” captions), you’re probably watching Gen Z scroll straight past you.

They don’t want another influencer who posts one photo and disappears. They want brands that feel real, human, and fun to talk to.

Here’s what matters most:

• Authenticity. They can smell “trying too hard” from a mile away.

• Interaction, not interruption. Polls, UGC, co-creation - anything that lets them join in.

• Values that show up. Not lip service, but real action.

• Short, snackable content. Keep it scrollable, relatable, and a little unpredictable.

What This Means for Small Businesses

If you’re a small business trying to catch Gen Z’s attention, here’s the tea: you don’t need a huge budget, you just need a human one.

Start with a story, not a sales pitch. Let your audience see the behind-the-scenes, the bloopers, the coffee spills, and the small wins. Ask them questions. Invite them in.

Show your values in action. If you say you care about sustainability, show your recycled packaging. If you say you care about community, feature your customers before your products.

And don’t forget to listen. Gen Z doesn’t want to be a target; they want to be part of the conversation.

Final Thoughts

In 2025, marketing to Gen Z isn’t optional. It’s how you stay relevant.

Because when you get it right, you don’t just earn a sale - you earn a fan. Someone who follows, shares, and genuinely cares.

Gen Z doesn’t hate ads. They just hate when brands forget how to sound human.

If your content still feels like an ad from 2017, we’ve got you. Monday Club helps brands find their voice - not their sales pitch.